Listening – even when what’s being said is hard to hear

One is internal, at your company. The other is external, among your customers.

The easiest way to create the kind of conversation you want around your product is to make these two dialogues the same. In other words, let people in on the secret. Don’t just tell them what you do, but why you do it.

People can always get faster and cheaper. In fact, it’s often just a click away. But more meaningful? More genuine?